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Brief Published: 2 Feb 2017

Fabletics: Subscription E-tail Gets Experiential


US athleisure e-tailer Fabletics has introduced an experiential component to the upper level of its two-tier subscription model – giving ‘VIPs’ exclusive access to shoppable fitness videos and discounts on wellness retreats and products.

Regular members can shop whenever they want at regular prices simply by signing up with an email address. VIP members get deals on products and free shipping for a monthly fee of $49.95, redeemable against purchases. Should VIPs skip a month, the fee is still charged, but transitions into a store credit that never expires. However, the new experiential perks are withheld for that period – incentivising members to stay fully on board.

The shoppable fitness classes are filmed at Fabletics’ LA headquarters and involve partnerships with different high-profile studios each month, such as US dance-based interval-training programme Body By Simone; and High Intensity Training from NY based Fhittingroom. Images of all the garments worn by instructors are displayed below the video (see also Contextual Commerce).

There are also discounts on wellness retreats (aka ‘fit-cations’) and experiences such as massages by US on-demand service Soothe, or juice cleanses by American cold-pressed beverage brand Suja. All perks are embedded behind a login wall on Fabletics’ lifestyle blog The Core.

Fabletics currently has more than one million VIP members, increasing its revenue by 35% each year since launching in 2013.

See also Athleisure: New Store Aesthetics, Athleisure: Best UX & Digi Strategy, Membership & Tiered Retail and The Supportive Sell.